FARMING: The Price of a Jeep

Many a farmer, impressed by the jeep's war
record, has wanted to own onewithout thinking twice. Well aware of
this eager market, publicity-wise Willys-Overland Motors, Inc., the
principal jeep-maker, carefully built its trim, grim little wagon into
what it thought would be a low-cost, all-purpose farm vehicle of the
future. But Willys did not talk about price; the OPA had to be
consulted.

Last week, after a long Willys-OPA huddle, the price came out: $1,090,
f.o.b. Toledo. Some farmers, who apparently hoped the jeep would be at
the Model T Ford price...